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Pura Vida Tequila Company has appointed a chief for its Latin America operations.

The firm, which currently operates only in Texas, said earlier this week that Steven Vourvoulias will become regional VP for Latin America. Vourvoulias has previously worked for Brown-Forman, where, he was also a member of the branding team for Tequila Herradura and Jimador, after Brown-Forman acquired the brands in 2007.

He has also worked for E&J Gallo in Mexico.

Pura Vida has a portfolio of three ultra-premium Tequilas in three expressions - Silver, Gold and Añejo. An Extra-Añejo label will be released in the fourth quarter of this year, the company said, and intends to expand into California next year.

In April, the firm upped its presence in the US with the appointment of a chief marketing officer.


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